Branding is the process of developing a company’s voice, conveying who the company is and what it believes in. In essence, a company’s brand is a promise it makes to every audience it speaks to. That brand, in turn, is symbolized by an organization’s identity—its name and its logo. Far more than an identifying mark, a logo embodies the strength, purpose and spirit of a brand. It is a singular concept that only one company owns. It creates an association among audiences and invites them to form opinions and set expectations. And when an identity is developed effectively, those opinions are positive and expectations are met. The promise is fulfilled, and a powerful and inimitable reputation is built.